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Spark Foundry has announced the appointment of Chris Boothe to the role of Global Brand President. Boothe, who currently serves as CEO of Spark Foundry USA, will focus on further scaling Spark Foundry’s brand proposition across 60 global offices in 35 countries.

 

 

 

 

 

Contently, a content marketing solution, has announced the promotion of Henry Bruce to the role of Senior VP of Marketing. Bruce will lead Contently’s strategy to give marketers solutions to create engaging, accountable content at scale.

 

 

 

 

ESPN has appointed Ricardo Zúñiga as Deputy Coordinating Editor for ESPN’s global digital content team.  Zúñiga will report to Patrick Stiegman, Vice President and Editorial Director of global digital content.

 

 

 

 

 

SuperAwesome has announced that it has appointed Incisive Media founder Tim Weller as Non-Executive Chairman of its board of directors.

 

 

 

 

 

Former Telemundo exec Joe Bernard is the new Chief Revenue Officer at NGL Collective, reported MediaMoves. In his new role, Bernard will drive revenue and oversee the monetization and creation of new and existing lines of business within the organization.

 

 

 

 

Mondelēz International has announced that it has named Martin Renaud as Global Chief Marketing Officer. In this position, Renaud will be accountable for marketing the company’s portfolio of brands.

 

 

 

 

 

Jeremy Burton, chief marketing officer of Dell Technologies, is stepping down from his position.

 

 

 

 

 

Meredith has revealed a restructuring of its sales and marketing teams, organizing the former Time Inc. titles into a series of portfolios containing existing Meredith brands, each led by an individual group publisher. Changes include:

 

 

Bruce Gersh who was promoted from GM to EVP and president of PeopleEntertainment Weekly, and People en Español, will oversee a subgroup of publishers.

 

 

 

 

Mike Schneider has been promoted to serve as group publisher of Fortune and Money until those titles are sold.

 

 

Similarly, Danny Lee, who had been VP of brand sports sales for Sports Illustrated and SI Kids, will take over as publisher of Sports Illustrated.

 

 

 

 

 

Jorg Stratman has been promoted from VP and group sales director to publisher of Time.

 

 

What: Brian Terkelsen, Mediavest | Spark Global President,  has resigned from his post at the end of the month.
Why it matters: The company has not yet named any  successor for this important position.

descargaBrian Terkelsen, Mediavest | Spark Global President,  has resigned from his post at the end of the month. The company has not yet named any  successor.

USA CEO Chris Boothe could be a possible replacement, according to Mediapost.

Terkelsen took over as Mediavest | Spark Global President just ten months ago. In that role, he was responsible for global revenue and overall business growth, client management, talent retention, product excellence and brand positioning for 3500 employees in over 100 countries. Prior to Mediavest | Spark he was CEO of Mediavest USA for almost 5 years. He also spent almost 13 years as SMV’s LiquidThread Global President.

He joined the Publicis Groupe-owned communications unit in 2002.

“I have been humbled and honored to lead this agency over the past years, first in the U.S. and most recently globally,” Terkelsen said in a statement. “I’m incredibly proud of the team and the brilliant work we have created in partnership with our clients and I look forward to their bright future.”

Publicis Groupe last year reorganized its media holdings, which also include Starcom, Zenith and former Optimedia Blue 449. Terkelsen’s depature has nothig to do with account losses. Actually,  Mediavest Spark has recently won some new account  like KFC, MTV and USAA in recent months.

In our new agency profile feature, Susan Kuchinskas writes about Spark’s origin, key clients, its multicultural offering, main decision makers, cool upcoming campaigns and more…Spark’s Elevator pitch? Boutique services with the clout of Starcom Media.

Origin story

Chris BootheThis Chicago-based, full-service media agency is the smallest in the StarcomMediaVest Group, but it aims to be, well, the sparkiest. The company’s genesis was in 1999 as Starlink Worldwide, a media agency aiming to serve independent agencies with a more creative approach. In 2007, it rebranded as Spark Communications, with a digital focus. Chris Boothe, formerly president of Starcom, came aboard in 2012 as the agency’s first CEO.

“We created a model based on the best of both worlds: boutique but backed by a global agency network,” he says. Boothe is emphatic – if a bit vague – about how collaboration with its powerful media parent works, but he notes, “If SMG has a strategic partnership with Univision and SMG, all our clients can benefit from that.”

Spark logoMedia plans are architected and executed by Spark, informed by the agency’s insights as well as those stemming from SMG research partnerships and findings, and they also benefit from the parent’s preferred pricing.
Key Clients: ConAgra, Red Lobster, Kao, Taco Bell

Secret sauce

Spark works with clients large and small. Boothe says, “We work best with clients that are seeking to do things differently and want to develop programs that are content-, data- and analytics-driven; delivering precision targeting and making realtime decisions.” Efficiency and precision come from a scientific approach to campaigns that provides maximum impact with minimal waste – and that’s of interest to every client these days, Boothe says. “All clients now are trying to outsmart versus outspend. You have to have a challenger brand mentality.”

Multiculti beat

Multicultural marketing is built into Spark, which takes the total market approach for all media strategies. That said, Stephen Paez, vice president and director of multicultural, is aggressively going after multicultural accounts, having grown total multiculti revenue by close to 20 percent in his 18-month tenure. Spark Multicultural is part of SMG Multicultural, the nation’s largest multicultural marketing agency. While it has its own internal resources, it also can leverage the resources of SMG MC in the same way that other brands within the parent agency do.

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Media decision-makers

Media plans are architected and executed by Spark, informed by the agency’s insights as well as those stemming from SMG research partnerships and findings, and they also benefit from the parent’s preferred pricing. The lead media planners on client teams make key decisions in collaboration with the client, and they’re responsible for making sure the specific client gets the best pricing, best activations and added value, Boothe says.

Shelby Saville, EVP of digital, oversees close to half of all agency billings. Stephen Paez oversees multicultural media and John Muszynski, chief investment officer, leads all investment, total market, negotiations on behalf of Spark’s clients. 

Upcoming

European Wax Center will launch a campaign with the release of 50 Shades of Grey. The in-cinema TKs place with NationalCinemedia Networks allows ECM to target this movie only, running in 1,500+ theaters across the US. A partnership with Fandango lets Spark serve online ads to women who have purchased 50 Shades of Grey tickets or reviewed the movie.

Cool Campaigns 

Treehive BeehiveTo launch Delta Faucets’ new HappiMess campaign, Spark collaborated with Animal Planet marketing and Discovery Communications ad sales marketing to create multifaceted brand integration centered on a custom, content-driven contest. The partnership in the TV show Treehouse Masters includes custom, on-air vignettes; passive product integration; in-program mentions and bumps; and forefront integration in the show finale.

Digital dimensions include a digital landing page on Animal Planet for contest submissions, co-branded banners on Animal Planet and Discovery Digital Network; a co-branded Rich Media Video Box that features the custom vignettes; co-branded homepage road blocks on Animal Planet and Discovery Digital Network; and a sponsored, “behind-the-build” digital episode.

MontanaA campaign promoting skiing in Montana used location-based mobile ads to reach people in the Midwest who were at ski resorts, top skier airports and other outdoor areas. The idea was to target people in markets where there are lots of skiers but the local skiing is not so good. Spark also geofenced the entire state of Montana to allow the Montana Office of Tourism to track the percentage of people who received a Montana ad and later actually visited the state during the ski season. The estimated $25,000 budget resulted in an incremental lift of 4,752 visitors and an incremental $6.9 million lift in visitor spending — returns of $276 for every ad dollar spent.

Montana Sparks Tourism with Innovative Geofencing Campaign from SMGSource1 on Vimeo.

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